Increase Consumer Purchase Intention Research Articles

Pengaruh Live Streaming Tiktok Sebagai Aplikasi Komunikasi Digital Dan Dampaknya Pada Purchase Intention (Studi Kasus Brand Senikersku)

The digital age brings significant changes with the advent of computer information technology and the internet. Digital media provides easier and faster access to information, allowing direct interaction between individuals and organizations through various platforms, including TikTok live streaming. TikTok has become popular as a digital communication platform that allows brands to interact directly with consumers, including in the context of the Snikersku brand. This study aims to analyze the effect of TikTok live streaming as a digital communication application on consumer purchase intention for skincare products for Brand Senikersku. This research uses a descriptive analysis method with a qualitative approach, mainly through literature study. Data was collected from various sources such as books, journals, the internet, and previous research to gain a deeper understanding of the influence of TikTok live streaming on consumer purchase intention. The results showed that TikTok live streaming has a significant influence on consumer purchase intention towards Brand Senikersku. Direct interaction between brands and consumers, as well as entertainment and product visualization presented in live streaming, play an important role in increasing consumer purchase intention. In TikTok live streaming, entertainment and product visualization are key to influencing consumer purchase intentions. The combination of live interaction, entertainment, and product information increases brand awareness, builds trust, and increases sales for the Snikersku brand.

Measuring the Role of Social Media and E-word of Mouth on Purchase Intention of Secondate Make-up Products

Purchase intention is important to pay attention to because it relates to consumer interest in trying, buying, and owning products such as beauty products. Furthermore, it can be seen from the consumer's behavior of parasocial interaction, social value, and personal value towards the influencer, which will affect their interest in buying the product. This research takes the object of research as an owner as well as an influencer for beauty products Secondate. The research design uses a deductive approach with a quantitative research model to determine the impact of influencers on the quality of parasocial interaction, social values, personal values, and e-wom on purchase intention. The sample of this study were secondary make-up users with a total of 169 respondents. Data analysis used the Structural Equation Model (SEM) method. The results of the study show that parasocial interaction affects social value. Parasocial interaction increases positive perceptions of personal value, and social value can increase consumer purchase intention, but personal value cannot attract consumer purchase intention. Parasocial interaction does not affect consumer purchase intention, so e-wom does not moderate the effect of parasocial interaction on consumer purchase intention. The results of this study concluded that social media can be a means to affect the interest in buying a product. With the respondent's research on social value and personal value, it can be said that it affects a person's buying interest in a product. Social value and personal value can help us to sort out which products we need and which are suitable for us.

Going Green: Unleashing the Potential of Green Product Knowledge and Influencer Marketing in Eco-Friendly Sanitary Product Selection

This study examines the influence of green product knowledge and influencer marketing on purchase intention for ecofriendly sanitary products under the brand Nadnad. The data utilized in this research is primary data gathered by a survey method by giving questionnaires to 100 respondents residing in the city of Bandung, with respondent ages ranging from 15 to 35 years. Respondent selection was conducted by utilizing a nonprobability sampling approach with purpose sampling techniques. The type of research is a descriptive and verificative survey employing multiple regression analysis. The findings of this study, green product knowledge has a partially significant and positive impact on purchase intention, and influencer marketing has a partially significant and positive impact on purchase intention as well. Furthermore, green product knowledge and influencer marketing, have simultaneously significant and positive impacts on purchase intention. This research provides a deeper understanding of the importance of green product knowledge in increasing consumer purchase intention towards eco-friendly sanitary products and can encourage companies to consider influencer marketing strategies as an effective method for promoting eco-friendly products

Analisis Peran Media Sosial Instagram dalam Meningkatkan Awareness & Minat Beli Konsumen Secara Online (Studi Kasus Toko Topscore Sport)

The rapid development of information and communication technology has led to a significant shift from conventional media to social media platforms. Social media, particularly Instagram, has gained widespread popularity in Indonesia as a means of communication, building social networks, sharing information, and conducting business. This study focuses on Topscore Sport, an Indonesian online shoe store that utilizes Instagram as a marketing tool to increase consumer purchase intention. By using Uses and Gratification Theory and the AIDA model, this research examines how Instagram contributes to the increasing consumer awareness and purchase intention. A qualitative research approach was employed, including interviews with four randomly selected students from Paramadina University. The findings highlight the importance of consistent product promotion on Instagram to build consumer awareness, and that Instagram plays a significant role in increasing consumer awareness and purchase intention which demonstrates the potential of Instagram social media platform as effective marketing tools for online businesses.

The Effectiveness of Social Media as a Marketing and Promotion Tool to Increase Consumer Purchase Intention in the Food and Beverage Industry Burger Garage Jakarta

This study develops a new social media strategy for Burger Garage. Three years have passed since the COVID-19 Pandemic, and the market for Food and Beverage has been changing. This study will help Burger Garage develop its Social Media Strategy to reach its yearly target. Burger Garage has been active in its social media but has yet to reach its full potential. This is due to an underdeveloped marketing channel that needs a clear plan to succeed. This study analyzes their social Media using external and internal studies. External analysis uses 5 Porter analysis and competitor analysis, while internal analysis will explore using the capabilities of the study. The research also used questionnaires to understand the customers; it targeted Burger Garage customers and gathered 200 respondents to give their thoughts on their marketing strategy, social media promos, and their activities in social media. This research included in-depth interviews and observation with Burger Garage owner. To conclude, this paper analyzes Burger Garage’s business approach and suggests improving its marketing and social media to succeed in the Food and Beverage market.

The Influence of Ad Creativity, Message Quality, and Viewing Frequency on Consumer Purchase Intention: Case Study on Students of Universitas Perjuangan Tasikmalaya

This research focuses on advertising effectiveness by considering three key variables, namely advertising creativity, message quality, and viewing frequency. The main objective of the study is to assess the influence of these advertising effectiveness variables, which include Advertising Creativity, Message Quality, and frequency views, on consumer purchase intention. In addition, this study also aims to identify which variables are dominant in influencing consumer purchase intentions.
 This study uses the Multiple Linear Regression analysis method with the help of SPSS software version 22.0. The research population consists of students of Universitas Perjuangan who have watched Mi Indomie television advertisements at least 3 times. The research sample consisted of 170 respondents selected using non-probability sampling technique with accidental sampling method, namely by distributing questionnaires as a data collection tool.
 The results showed that the variables of advertising creativity, message quality, and frequency of ad viewing have a positive and significant influence on consumer buying interest. The results of the analysis also indicate that the advertising creativity variable is the most dominant variable in influencing consumer buying interest. Thus, this study provides further understanding of how advertising effectiveness, especially through improving advertising creativity, message quality, and frequency of ad serving, can increase consumer purchase intention. These findings can be a valuable guide for advertising and marketing practitioners in designing more effective advertising campaigns.

Strategies to Increase Purchase Intention of Local Brand in Indonesia: A Study of Social Media Marketing and the Role of Influencers

<p>Based on Hypefest and Katadata research in 2023, the growth of local brands in Indonesia is currently not matched by an optimal marketing strategy, because consumer purchase intention in local brands is still relatively low. Utilization of marketing through social media is expected to make the image of local brands more famous so as to increase consumer purchase intention, especially generations Y and Z. Optimizing marketing through social media by using influencers to introduce a product massively. The data collection technique was purposive sampling using a questionnaire, which collected 135 respondents who had never made purchases of local Indonesian brands and were active users of Instagram social media and were also generations Y and Z. The results of the study show that the first hypothesis is that there is a significant influence between social media marketing variables on consumer purchase intention. The second hypothesis is that there is a significant influence between social media marketing variables on consumer purchase intention which is moderated by the influencer variable. This proves that in the current digital era, social media is the main platform for marketing a product which will be strengthened by using the right influencers to expand the marketing of a brand. This research has limitations, namely only discussing local brands, especially in the fashion sector, so that further research can expand the local brand sector.</p>

TRANSFORMATION OF MARKETING ROLE STRATEGY IN REALIZING PURCHASE INTENTION

The transformation of marketing role strategy through social media is very decisive. This technology raises the views and mindset of society radically, whereas the society is very dependent on the technology used. On the other way, producers have their own views on the involvement of social media in influencing people's purchase intention in possible ways. Through the role of public figures or celebrities, promotion through social media can increase consumer purchase intention. This study aims to analyze the transformation of the role of marketing strategy in realizing consumer purchase intention. The sampling method used quantitative methods with a sample of 98 culinary tourism doer. Where the entire population is used as a sample. The results of the analysis show that; there is an influence of marketing strategy on purchase intention through celebrity endorsement variable.

ANALYSIS OF VARIABLES INFLUENCING CONSUMER PURCHASE INTENTION ON TOKOPEDIA

With the progression of time and technology, society is increasingly abandoning traditional methods and shifting towards online transactions. This change brings consequences in how products are promoted and how consumers are convinced to make purchases. Therefore, this research aims to identify potential variables that may influence consumer purchase intention on the Tokopedia e-commerce platform. The variables under investigation include e-WOM (electronic Word-of-Mouth), online reviews, brand familiarity, and trustworthiness. The analysis method employed is Partial Least Squares (PLS). Research data was obtained through a survey involving over 300 active Tokopedia users. The analysis results demonstrate that brand familiarity, e-WOM, and online reviews have a positive and significant impact on consumer purchase intention. Additionally, it was found that trustworthiness acts as a mediator between brand familiarity, e-WOM, online reviews, and consumer purchase intention. This study provides a significant contribution to the understanding of factors influencing consumer purchase intention on the e-commerce platform, specifically Tokopedia. These findings can serve as a basis for developing more effective marketing strategies to enhance consumer purchase intention and trust in Tokopedia as an e-commerce platform. The practical implications of this research emphasize the importance of considering brand familiarity, e-WOM, online reviews, and trustworthiness in efforts to increase consumer purchase intention on Tokopedia.

The Relationship Between Social Media Marketing, Trust, Reputation and Purchase Intention: Empirical Evidence from Fast-Food Industry

Considering the increased interest in the role of Social Media Marketing (SMM) of fast-food brands in encouraging purchase decisions, the current study introduced the stimulus-organism-response (S-O-R) as a theoretical support to connect SMM to purchase intention via trust and reputation in the context of the Malaysian fast food industry. A cross-sectional survey was designed to examine the theoretical framework, which yielded 212 usable responses. Partial least squares structural equation modeling was used to test the study hypotheses. Results of this study suggest that SMM in the form of entertainment, interaction, trendiness, customization, and word of mouth invoke the positive effect on trust and reputation, ultimately lead to positive intention to purchase a fast-food products. The findings of this study may provide valuable insight for fast-food marketers to restrategize their SMM strategy to increase consumer purchase intention.

Be a good speaker in livestream shopping: A speech act theory perspective

In livestreaming, the streamers (online sellers) are the core actors who promote deals through their speech. Thus far, how the speech of streamers determines customers’ purchase intention remains unknown. In this paper, we develop a theoretical model to explain the relationship between streamers’ speech acts and customers’ purchase intention, based on speech act theory. We tested the hypotheses using data from an experiment (N = 455) and found that speech acts have significant effects on consumer interest, word of mouth (WOM), desire, and purchase intention. Consumer interest, WOM, and desire fully mediate the effect of streamers’ speech acts on purchase intention. Specifically, we show that compared with expressive and commissive speech acts, directive, assertive, and declarative speech acts lead to higher customer interest, WOM, and desire for the product, which in turn lead to a higher customer purchase intention. Our results suggest that streamers and platforms can increase consumer purchase intention by guiding streamers’ speech acts.

The rhythm of shopping: How background music placement in live streaming commerce affects consumer purchase intention

There is growing evidence indicating that background music has a significant impact on consumer purchasing behavior. However, there is limited research on the placement of background music in live streaming commerce. This study conducted a single-factor experiment with three conditions (playing during purchase phase, continuous playing, and control group) to investigate the effects on arousal, consumer memory, and purchase intention. Results show that live streaming with background music increase consumer's purchase intention and arousal. Specifically, background music playing during purchase phase leads to higher purchase intention and consumer memory than continuous playing. Continuous playing induces higher arousal than background music playing during purchase phase. Process measures reveal that playing during purchase phase (vs. continuous playing) reduces arousal, thus enhancing consumer memory and leads to higher purchase intention. Continuous playing, however, induces arousal but impairs consumer memory, subsequently leading to lower purchase intention.

The Role of User Experience in the Impact of Low-Carbon Building Characteristics on Consumer’s Housing Purchase Intention

While residential buildings account for a small proportion of global energy consumption, their significance in terms of energy usage and environmental impact should not be underestimated, especially considering population growth and urbanization. Consequently, low-carbon building has gained popularity as a new architectural form. This article first presents a theoretical model with low-carbon building characteristics as the independent variable, consumer purchase intention as the dependent variable, and user experience as the mediating variable. Subsequently, data were collected through a survey questionnaire. Finally, regression analysis and sequential testing were used to examine the influence of low-carbon building characteristics on consumers’ housing purchase intentions and the mediating role of user experience. The findings reveal a significant positive influence of low-carbon building characteristics on consumer housing purchase tendency, with user experience playing a crucial mediating role. Therefore, real estate companies should prioritize the incorporation of low-carbon building characteristics and continuously enhance user experience in the design, development, and marketing of residential properties to increase consumer purchase intention. This research provides empirical evidence and theoretical support to elucidate the relationship between low-carbon buildings and consumer purchase intention in China.

Customer Review, Influencer Endorsement, and Purchase Intention: The Moderating Role of Brand Image

Investigating the increasing prominence of influencer endorsements and customer reviews represents a crucial and compelling area of research. Influencer endorsement and customer reviews can influence a customer's purchasing interest in a product. This study aims to examine the influence of consumer reviews and influencer endorsement on the purchase intention of Avoskin products, taking into account the role of brand image as a moderator. The study involved 385 skincare enthusiast respondents in Indonesia and used a questionnaire as the data collection instrument. Employing multiple linear regression, the results showed that consumer reviews and influencer endorsement have a positive and significant effect on the purchase intention of Avoskin products. The brand image also plays an important role as a moderator in the relationship between consumer reviews, influencer endorsement, and purchase intention. These findings provide advice to Avoskin to improve product and service quality to improve brand image, and to increase consumer purchase intention through influencer support and customer reviews.

Consumer Decision Mechanism of Plywood Printed Clothing

Taking plywood printed garments as an example of a Chinese intangible cultural heritage product, we investigated the influence of customer participation on purchase intention for these garments. We collected data from 317 customers and developed a structural equation model to assess the mediating role of cultural identity in this relationship. The results showed there was a significant positive relationship between customer participation and purchase intention, which was mediated by cultural identity. Our findings enhance understanding of the relationships among customer participation, cultural identity, and purchase intention for intangible cultural heritage products. The findings also provide practical suggestions for companies seeking to increase consumer purchase intention for these products.

TRANSFORMASI PERAN STRATEGI PEMASARAN DALAM MEWUJUDKAN MINAT BELI

The transformation of marketing role strategy through social media is very decisive. This technology raises the views and mindset of society radically, whereas the society is very dependent on the technology used. On the other way, producers have their own views on the involvement of social media in influencing people's purchase intentionin possible ways. Through the role of public figures or celebrities, promotion through social media can increase consumer purchase intention. This study aims to analyze the transformation of the role of marketing strategy in realizing consumer purchase intention. The sampling method used quantitative methods with a sample of 98 culinary tourism doer. Where the entire population is used as a sample. The results of the analysis show there is an influence of marketing strategy on purchase intentionthrough celebrity endorsement variable.

Digital way to increase consumer purchase intention for local fashion products in developing country

This study aims to overview how local fashion products in developing countries can increase consumer purchase intentions for their products digitally. Apply a quantitative approach with online data collected from 100 respondents through a questionnaire that was distributed to those who had been selected. The analysis results show that social media marketing and brand management affect consumer buying interest in collaboration edition local fashion products is 0.551 or 55.10%. The remaining 44.90% (100% - 55.10%) is influenced by other variables not examined in this study. This research. The results partially show that social media marketing positively and significantly affects consumer buying interest. Likewise, brand image positively and substantially affects consumer buying interest. Simultaneously, social media marketing and brand image positively and significantly affect consumer buying interest in collaboration edition local fashion products.

The Effect of Store Atmosphere and Social Media Marketing on Purchase Decisions on Consumers of the Damandiri Cafe

This study aims to determine and analyze the influence of social media and store atmosphere on purchase intention at the Damandiri cafe in Selo, Boyolali Regency. This type of research is quantitative research using a conclusive classification: data collection techniques using non-probability sampling classification and judgmental techniques. The number of samples used in this study was as many as 100 respondents who knew and had accessed the Instagram account of Damandiri café. The analysis technique uses multiple linear regression analysis with the SPSS version 25 program. The results show that social media positively and significantly affect purchase intention at Damandiri cafe in Selo, Boyolali. There is a significant influence of the store atmosphere has a positive and significant effect on the purchase intention of a Damandiri café in Selo, Boyolali. Café Damandiri is expected to be able to design outlets in such a way as to increase customer convenience with a positive store atmosphere. In addition, it is expected to consider the social media to increase consumer purchase intention. Further research can use newer variables such as convenience, promotion, or service quality.

CHSE-based healthy culinary as a strategy to increase consumer purchase intention in Malang City

The COVID-19 pandemic has made several culinary entrepreneurs in the city of Malang had a decline in turnover due to limited of tourists entering the city of Malang. Cleanliness efforts and guidelines called CHSE by the Ministry of Tourism and Creative Economy are published to help address these impacts. The specific purpose of this study is to analyze the culinary needs of consumers in the city of Malang during a pandemic with the aim of making a strategy that can increase purchase intention. The urgency of this research is to get a strategy to increase consumer purchase intention in Malang City for culinary entrepreneurs in Malang city based on consumer preferences for culinary in the new-normal era. The method used is need analysis. The Mean and Standard Deviation are used to calculate the average level of need for which CHSE-based culinary aspects are the most dominant. The findings from this study are that the culinary aspects that dominate purchase intention are cleanliness, safety and environmental (environment/green product).

How do morning and friendly ads influence mobile advertising? A mediation perspective using appraisal theory

ABSTRACT Mobile advertising accounted for 137 billion dollars or 55% of 2021 U.S. total digital advertising expenditures. Delivery time and tone of language in advertisements (ads) are two little explored characteristics in mobile advertising. This paper examines how morning delivery and the use of a friendly language tone in ads are related to customer purchase intention. Based on survey data from the U.S. population, morning ads with a friendly tone are less irritating and positively influence customer attitude toward mobile learning from the ads, which result in increasing consumer purchase intention. In other words, morning and friendly-toned ads have a positive indirect impact on purchase intention. This research contributes to the body of literature on mobile marketing by providing empirical evidence on the value of delivery time and language tone of mobile communication because such delivery avoids irritating users and increases purchase intention. The developed research model is supported by the appraisal theory of emotions.